Viral video. It’s the trend that keeps on trending. If you’re a digital marketer in 2018, you’re probably aware of how video has changed the marketing strategy game. There’s no denying its success with 100 million Internet users watching video content every day. YouTube predicts that by 2019, 80 percent of all Internet traffic will be made up of video consumption. However, while digital video is proving to be one of the most effective ways to engage with and convert customers, it can also be expensive to produce and difficult to get right.
Subscribe below to never miss a CATMEDIA blog!
But, no sweat, it’s totally possible! And not to mention- fun!
Here’s the breakdown of how to make video marketing work for your brand. Once you have an understanding of what it takes to produce quality videos and know how to develop a well-defined strategy, you can ensure that your return on investment (ROI) is converting those leads into customers!
Answering the WHY
Both small businesses and large corporations have seen mega success with clever videos that encourage their customers to share content and spread their message. But, why are YOU creating a video campaign? It’s important to start by setting some tangible goals. Do you want to educate your customers by promoting your product or service? Are you seeking to drive potential leads or nurture existing prospects? Do you want to increase sales? By how much? Want to go viral? By how many views?
Being specific when identifying your Key Performance Indicators (KPI’s) is crucial when developing a marketing strategy, and investing company time and money, which leads me to my next question...
WHO are you talking to?
As many as 90 percent of customers say that videos are helpful in their decision process, so who are those customers? When it comes to factors like age, industry, and where your customers are in the buying cycle, an effective video campaign requires you to segment your audience, and target your video content.
In order to target effectively, it’s important to have the right marketing tools in place, such as your marketing automation platform, along with the accuracy of your company’s data. If you do not have marketing automation integrated into your website, but are thinking about it, make sure you choose one with targeting capabilities that will allow you to control who sees your videos while also segmenting them by geography, device, or browser type.
When you have developed your why and identified your who, you can create immersive, quality content to draw in those leads, and convert them in to new customers. But before you charge full steam ahead, there are still a few valuable points to help ensure the success of your video campaign.
Keep it short and to the point.
Let’s face it, these days it’s hard to focus on anything with so much content flooding our social news feeds and inboxes.This is especially true when it comes to watching videos. According to Video Brewery, 10 seconds is about the max before views begin to drop off, and sadly, by the end of a two minute video, you’re likely to have already have lost 60 percent of your viewers. So what does this mean? Captivate them with the pizazz right from the start!
“I like to think of the first two or three seconds of my online videos like billboards on a freeway. I assume people are going to pass right on by with their thumb scroll, just like they would a billboard in their car. So, what message can I deliver in that time, and how in that brief moment can I make people want to see more?” -Kyle Curtis, R&R Partners
So basically, the shorter the better. Videos are shared up to 37 percent more times when they are 15 seconds or less than videos that last 30 seconds or more. Also, don’t wait until the end to give your audience the good stuff. The inverted pyramid method is the way to go, meaning you offer up the most important stuff from the beginning, and hopefully you’ll have captivated your audience enough to keep them wanting more. That’s converting customer music to your ears.
Get outside the box, and tell a story!
Although your objective is to get straight to the point in your first video campaign, you shouldn’t forget your creativity in the process. How else are you going to get your audience’s attention? While your creative concept should be something that your defined target audience will understand, it still needs to deliver the message you’re trying to convey. Here are some types of videos that you might consider sharing your story through:
- Scripted ads
- Eye-catching animations
- Customer testimonials
- Instructional videos
Okay, you’ve got some ideas on structure, but what about the story itself? It’s important to remember that you are striving to lead your audience on a journey that for a moment allows them to escape reality. This journey should allow them to imagine how a product or service will make their lives easier, while still maintaining a professional tone. As long as it is appropriate to your message, don’t be afraid to use humor or be a little edgy when it comes to the delivery. Not all instructional videos need to be black and white.
Maximize Your SEO and get those CLICKS!
After all the time and money spent on strategizing, developing concepts, producing, and editing quality videos, what do you want now? RESULTS! Like any business investment, you want this project to pay off. In the digital age, it’s important to be ahead of the curve and track those results closely and earnestly. In order to maximize your SEO, and make it easier for people to find your awesome new video, make sure you check off this list:
- Host it on your own domain (company website).
- Enable embedding to receive those inbound marketing links.
- Use fully fleshed out descriptions.
- Keep it under 15 seconds.
- Tag your video with relevant keywords.
- Stand out with a unique title.
“Another reason interactive video is taking off in a big way in 2018 is that marketers need data—data on where site visitors click, data on what they like, and data that helps move visitors into the funnel and toward conversion.” -Lisa Clark, vice president of marketing at HapYak
Where else can you see exponential results through video marketing? Email. An Implix email marketing survey found that click-through rates increased by 96% in introductory emails. Even better? The Forrester Marketing group surveyed businesses and found
that marketers who included a marketing or how-to video in an email saw a 200-300% increase on click-through rates. These statistics prove that including video in your marketing strategy ultimately results in higher engagement rates, higher click-through rates, and higher overall conversion rates.
Video has taken over. According to Joi Gibbs, Director of Marketing here at CATMEDIA,
“Video campaigns are successful at getting more and more leads to convert to customers because the modern customer wants to see the product in action. Not only that, video encourages social shares, fosters trust, and gives customers the confidence to purchase online.”
It’s safe to say that if you’re serious about content marketing, it’s beneficial and very profitable include video in your marketing campaigns.
Decide what story you want to tell, how best to tell it, who you want to tell it to, and if it can be accomplished within your budget. And lastly, remember the words of Dr. James McQuivey of Forrester Research who once stated, “A one minute video is worth 1.8 million words, so what are you waiting for?”
CATMEDIA is an award-winning Inc. 500 company based in Atlanta, Georgia. Founded in 1997, the company specializes in advertising, creative services, media production, program management, training, and human resource management. As a Women Owned Small Business (WOSB), CATMEDIA provides world-class customer service and innovative solutions to government and commercial clients. Current CATMEDIA clients include Centers for Disease Control and Prevention (CDC), Federal Aviation Administration (FAA), Office of Personnel Management (OPM), and the Department of Veterans Affairs (VA).